Earning potential in touring and adventure sector is ‘huge’

Agents selling touring and adventure holidays have “huge” earning potential, with the average booking in January reaching £4,300, research shows.

Members of the Association of Touring and Adventure Suppliers (Atas) said that the sector offers a “win win” for agents as they can earn more from selling such holidays – and customers benefit from the support and service offered by the trade.

Speaking during an Atas webcast for the first week of Touring and Adventure Month, Atas account director Claire Brighton said the earning potential for agents is “huge” thanks to higher commission levels than mainstream holidays and more lucrative bookings.

“The average booking made by the trade in January in our sector was around £4,300,” she told the webcast, which featured Intrepid Travel, Newmarket Holidays and Hurtigruten.

Jo Reeve, Intrepid Travel’s head of partnerships, said: “The earning potential is so good. Our average selling price is around £2,000 per person and that’s land only.

“If you want us to include flights, obviously that price increases.

“Layered across that is higher commission [and] excellent customer service and support from the teams.

“Adventure touring customers tend to be frequent and loyal travellers as well – so that results in more money for the agents and return customers as well. It’s a win win.”

Sas Rowbotham, Newmarket Holidays’ account manager, explained how dates, hotels, flights and excursions are detailed on the operator’s website, making the booking process so much easier.

“You can’t just go on to Google and put in South Africa and price up your flights or your game drives,” she told the webcast.

“That’s why agents love it because it’s so simple.”

James Howlett, Hurtigruten’s UK trade partnerships manager, highlighted how so much is included and customers could not replicate such value by themselves.

“Customers don’t have to worry about all those additional things; it gives them peace of mind,” he said.

He said Atas members can take clients to places they might see on David Attenborough documentaries that would be impossible to visit as an independent traveller – and see wildlife such as polar bears or whales.

“You really can’t put price on some of these guides and the leaders on these trips,” he added.

“They’re showing you things and taking you to places that you wouldn’t see in a guide book, or on the internet and TripAdvisor.”

Reeve said other types of holidays are also growing in popularity such as women’s expeditions, which offer the chance to meet local people and visit places that would not be practical for travellers to arrange themselves.

Rowbotham added: “Post-Covid, [people] don’t just want to sit on a beach and watch the world go by, they actually want to go and see the world.”

She highlighted a Newmarket Holidays escorted tour to Borneo which includes nature walks and therapeutic hot springs, and an Elvis-themed holiday featuring visits to the star’s Graceland mansion and Nashville.

Furthermore, solo travellers can meet like-minded holidaymakers, she added.

“It’s great for the singles sector. If people are nervous about going away on their own, you can travel with a group of people,” she said.

Howlett agreed, explaining how operators can get group rates which mean solo travellers can get far better value for money than holidaying independently.

Brighton said Atas has a range of marketing assets for agents to use during Touring and Adventure Month to showcase the benefits of holidays in the sector to their clients.

Using the assets and watching the webcasts will also earn points for agents, with prizes on offer for those collecting the most points.

The theme of Touring and Adventure Month is “discover”, with each week during April having a different focus, from ‘why’ to ‘what’, ‘where’, ‘who and how’.

Find more from Atas during Touring and Adventure Month at touringandadventure.com